【案例名称】Bang Networks: The First Customer (A)

【作者】Jay O. Light, Mary Neuner Caravella

【页数】16

【格式】PDF

【语言】英语

【出版日期】2001年6月21日

【学科】谈判 (Negotiation)

【案例编号】201111-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/201111-PDF-ENG

【简介】

In November 2000, six-month-old start-up Bang Networks is preparing a proposal for its first paid subscription contract. The recent MBA founders of the new San Francisco--based company believe they have a unique new solution for effective delivery of real-time Web content. This case discusses how to negotiate with the large media company that has been an early beta customer and that Bang could really use as a referenceable customer as it approaches its formal launch.

【学习目标】

To illustrate the complexity and power imbalance involved in getting a new venture's first customer deal to aid students in developing negotiating strategies for these situations. To sharpen students' skills in assessing their value proposition as compared to the other party's alternatives and deciding on content, timing, and sequencing of negotiations to develop and capture maximum value in a new venture setting.

【涉及课题】

Internet; Negotiation; Pricing strategy

【背景】

• Geographic: California
• Industry: Computers & electronics
• Company Employee Count: 20
• Event Year Begin: 2000
• Event Year End: 2000
  

【下载】

http://www.mbabbs.com/thread-262-1-2.html